Although Gucci Is Popular, Young People Have Dreams Of Hermes.

Although Gucci sells best, it may be owned by everyone in the millennial generation of female users.

The dream of Hermes is the largest number of search brands, even though Gucci's search volume has the fastest growth rate of 48%.

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Recently released the first half of 2018 luxury consignment report, according to the sale of

Commodity data analyzed the preferences of consumers during the period.

According to the report, Gucci has surpassed the top Chanel of last year, with 62% sales growth. It has become the best seller brand for the first time, and the number of search is also ranked first.

Closely followed by Hermes, Chanel, Louis Vuitton and Christian Louboutin.

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Although Gucci sells best, there may be a dream of Hermes in the hearts of millennial generation of female users. Hermes is the most frequently searched brand, even though Gucci has 48% fastest growth.

The resurgence of Logo products also appears in the secondary market.

The resale value of Dior's "Resurrection" saddle pack has increased by 89%, and Gucci's Retro Logo bag has increased by 51%.

Fendi, Louis Vuitton and other brands of logo products resale prices have also increased.

Correspondingly, brand logo products began to decline in varying degrees, usually between 10% and 25%.

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Women's preferences do not change much, but millennial men are astonishing.

Their interest in waist bags increased sharply. In the first half of the year, their search volume increased by 614%. They also fell in love with Hawaii shirts belonging to middle-aged men, and the search volume increased by 84%.

The second hand products that really make them willing to spend money are Rolex watches, followed by Gucci and Louis Vuitton products.

Apart from Gucci, Amiri and Paris grew, but sales of Vetements, Balmain and Bottega Veneta showed a downward trend.

Nowadays, luxury sports shoes are very hot. The Real Real has given special data on sports shoes.

Mr. Kan's Yeezy is the best seller, almost the same as American users.

Rati Levesque, chief purchasing officer of The Real Real, said the luxury market is now larger and more mainstream than ever.

The biggest value of The Real Real platform is to see the consumer's behavior and know what they like and want.

Since its inception in 2011, the number of users of The Real Real has exceeded 5 million.

The Real Real has opened the office of luxury appraisal in many cities such as New York, Losangeles and Dallas. Authoritative experts have identified and valued luxury goods such as jewellery and watches, and this business will expand to more countries and regions in the future.

In July, The Real Real founder and CEO Julie Wainwright told Reuters that The Real Real's total commodity paction is expected to reach US $1 billion in two years, or will be ready to go public.

He also said that he was consulting with LVMH group and Kai Yun group recently.

Although Wainwright did not disclose details of the cooperation, according to people familiar with the matter, the way of cooperation may be related to big data.

Through the platform of The Real Real, brand can understand consumer groups, preferences and product circulation direction, which will play a role in brand marketing activities and pricing in the future.

Another way of cooperation is possible, that is, the cooperation mode between The Real Real and the British designer brand Stella McCartney.

The brand encourages consumers who have purchased products to resell the goods they do not need on the The Real Real. Each time they sell a second-hand item, the consignment seller can get the $100 coupons provided by the brand side and the platform to buy the new products of the store.

As a rule of thumb, luxury goods rarely take the initiative to get involved in second-hand pactions to ensure high-end positioning.

But Berenberg analysts from the German financial institution say that the annual sales of the second hand luxury goods market are as high as 25 billion US dollars, and are expected to grow at an annual rate of 10%, which is two times higher than that of the first class luxury goods market.

Therefore, it is hard for luxury brands to overlook this trend, and the possibility of actively seeking cooperation with second-hand resale platforms may not necessarily happen.